Woolite believes clothes that look their best can give women the confidence to take on anything. The creative idea was to demonstrate this ethos through real life situations where a change in clothes offered women, facing an uncertain future, the opportunity to let their confidence shine, setting them up for future success.

To get some of the most stylish women in NYC to donate the clothes right off their back to those who need them most, a renowned street style photographer approached them on the street. Those who participated were invited back to Woolite’s pop-up shop to meet those they’d helped and to see how their donation impacted their confidence. A film of this effort was launched via on-line video during International Women’s Day - a time when women’s achievements are celebrated around the globe. We built further awareness with prominent fashion bloggers who created custom social content sharing their confidence stories and favorite outfit donations. We generated organic social reach by creating conversation with #shareconfidence. Travelling clothes racks encouraged more women to donate and trial Woolite through sampling. Select retailers received custom packs adorned with the campaign’s CTA, connecting Woolite and DFS at shelf.

> Upon launch of the campaign, Woolite Darks saw up to a 19% lift in sales.

> Over $140,000 worth of clothes were donated throughout the campaign.

> With paid media running until the end of May, on-line video has already delivered 30% of planned total impressions of 9.75 million and drove nearly almost 60k visits to site landing page. Visits driven from video had lower bounce rates and higher time on site, indicating a qualified and interested audience. Campaign landing page drove 300+ visits to Dress for Success page from consumers clicking on "Donate" button.

> 130MM+ earned media impressions, 10 unique stories, 16 social media posts, 664K social media impressions.

Woolite believes clothes that look their best can give women the confidence to take on anything. By partnering with Dress for Success, an organization dedicated to transforming women’s lives via career clothing and development, Woolite made this a reality for individuals facing uncertain futures. Through a one-of-kind donation program, stylish women on the streets of New York City were asked to donate clothes right off their backs to others who needed them most. Bringing the brand’s ethos to life led to $100,000 in clothing being donated in the first seven hours alone and changed the lives of numerous individuals.

The financial crisis, and resulting unemployment rate in the US, hurt underprivileged women the most because they're increasingly the sole breadwinners in single parent homes. And in the incredibly competitive US job market, something as small as not having the right confidence-building outfit for an interview, can keep women from re-entering the work force and getting the job they desperately need to support their families. The activation is rooted in both brands mutual mission to deliver confidence to women and was created to prove just how important the right clothes can be for women who need a boost in confidence that can help transform their lives. We spoke to women of all ages, 25-54, as washing clothes has no cap on age nor does the desire to want to help fellow humanity.

Originally created to care solely for delicates, Woolite has joined the highly competitive laundry category alongside behemoths like Tide and Gain. With less than 5% penetration, Woolite needed to move beyond functional messaging of dirt removal and connect with their target on a more emotional level. Leveraging its roots in “caring clean”, Woolite sought to demonstrate that well cared for clothes can provide women with the confidence they need to reach their potential. Thus to be successful, the brief maintained the following objectives:

• Show that feeling great in clothes is not a frivolous act, but the first step toward confidence and empowerment.

• Position Woolite as the brand that can best take care of these important outfits and be their champion in the process.